Matching Items (3)
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- All Subjects: Viral Marketing
- All Subjects: Strategy
- Creators: Giles, Bret
- Member of: Theses and Dissertations
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
Social shopping has emerged as a popular online retailing segment. Social shopping revolves around online communities that bring consumers together to shop for deals. Online retailers have been making significant investments to encourage consumers to join online communities linked to their websites in the hope that social interactions among consumers will increase consumption rates. However, the assumption that social interactions increase consumption rates in social shopping remains largely untested in empirical settings. Also, the mechanisms of such an effect remain unclear. Moreover, extant literature has overlooked the role played by elements of the marketing mix, including product characteristics and the commercial context, in defining the effect that social interaction mechanisms have on consumption rates in this focused context. Furthermore, common knowledge in the operations management discipline challenges the largely held assumption, in the social interactions literature, that increasing consumption rates will always be beneficial to online retailers. Higher consumption rates may lead to stockouts, leading to lower service levels. This dissertation develops and empirically tests a theoretical framework that addresses these managerially relevant issues. Specifically, the investigation centers on the effects of social interaction mechanisms on consumption rates in social shopping. In turn, it assesses the nature of the relationship between consumption rates and service levels, after controlling for inventory provision. Finally, it assesses the role played by elements of the marketing mix in defining the relationship between social interaction mechanisms and consumption rates in this focused context. The research methodology uses experiments as the primary source of data collection, and employs econometrics techniques to statistically assess the conceptual framework. The results from the empirical analysis provide interesting insights. First, they unveil influential consumers in social shopping according to relational and structural elements of the social network of consumers and time of purchase. Second, the influence of early buyers' purchases on consumption rates becomes weaker when the quality of the products being offered as part of a deal increases, but it becomes stronger when the price of those products increases. Finally, as deals' consumption rates increase, their service levels decrease at a faster pace.
ContributorsSodero, Annibal (Author) / Rabinovich, Elliot (Thesis advisor) / Sinha, Rajiv (Committee member) / Maltz, Arnold (Committee member) / Arizona State University (Publisher)
Created2012
Description
This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers consumers to share videos and other digital content made by and for brands. In addition, based off of the research and three case studies that exemplify viral marketing (i.e. Nike, Blendtec and Old Spice), this thesis provides an application of viral marketing to the brand JanSport.
ContributorsMelby, Lauren Elizabeth (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Krisay, Alexis (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2013-05
Description
This thesis provides an analysis on the crowdfunding environment in comparison to traditional fundraising methods in an effort to understand the relationship between the two types of fundraising and why crowdfunding has gained traction. Additionally, this thesis provides a study on good vs. bad crowdfunding to formulate a strategy for crowdfunding success. Methods of analysis include the execution of a situational analysis for both fundraising environments, and the collection of primary and secondary data of case studies of both crowdfunding failures and successes. Results showed that although crowdfunding provides lower search cost, greater efficiency, and eliminates geographical limitations leading to successful fundraising, the industry itself is too new and unexplored to be solely relied upon. Fundraising campaigns are most effective when crowdfunding is used complimentary to traditional fundraising methods. This thesis finds that crowdfunding offers unparalleled connectivity between creators and funders, but the transparency of the crowdfunding process is not ready to be trusted entirely. Until more data is collected on the crowdfunding environment, crowdfunding is best utilized in conjunction with traditional fundraising methods.
ContributorsRoth, Ari Lawrence Max (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05